Dolmio tomato sauce event produced by IUM Sthlm www.ium.se Challenge : Consumers are becoming increasingly aware of the ingredients in food. There is an increased interest about healthy product with natural ingredients. Dolmio´s pasta sauces are made of 100 % natural ingredients. How do we make the consumers aware of this? Solution: Guerilla Gardening on strategically chosen places in Stockholm during June 4-6 th 2010, a weekend when both the children´s race "Mini-Maran" and food festival takes place. We placed 8 wooden garden boxes with branded basil plants, Dolmio jars and coupons.
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